mkt research homework need help.

Feb 22nd, 2015
Steve1995
Category:
Marketing
Price: $60 USD

Question description

Case 13.2 The Global Motors Survey Differences Analysis

Case Questions

Your task is to apply appropriate differences analysis using the survey’s desirability measures from the GlobalMotors data file. Since you were not required to purchase the SPSS software I have completed the analyses and converted them to Word documents so you can access them.

You assignment is to develop a demographic profile for two of the five proposed models: the 1 SEAT ALL-ELECTRIC and the 4 SEAT GASOLINE HYBRID. You will find computer output files for each in the attached files. The variables that you must include are: Hometown size category, Gender, Marital status, Age category, Education category, and Income category.  Only gender and marital status have 2 groups, so an independent samples t-test for was conducted for those variables and ANOVA’s were conducted for all others.  For all ANOVAs a Duncan’s Post Hoc test was conducted to identify differences among groups. A 95% level of significance was used for the analysis. You have examples of output for these types of analyses in your text. 

Case 14.2 The Global Motors Survey Association Analysis

 1.) Use the TWO unique hybrid model demographic profiles that you developed in Case13.2 to determine whether or not statistically significant associations   exist, and if they do, recommend the specific media vehicles for radio, newspaper, television, and magazines. Use the ZEN Motors advertising   division’s preferred demographic for each medium.

This exercise requires you to revisit the demographic groups you found significantly different for each hybrid model style in Case 13.2With Case 13.2, you identified groups within the various demographic variables that characterize each hybrid model’s target market.  Here, you must determine the media preferences of those groups.  I have run crosstabs for the demographic variables and the media preferences for each vehicle that are STATISTICALLY SIGNIFICANT associations.  You must look at the percentages tables to determine the media vehicles that are preferred by each of the TWO model target groups you used for Case 13.2 (1 seat all-electric and 4 seat gasoline hybrid).  If an association is NOT statistically significant it means that there is NO DIFFERENCE among the groups for that particular media. For example, for Radio preferences the variable GENDER is NOT statistically significant. That means that there was no difference between males and females regarding preferences for radio genres. 

2.What is the life style profile of each of the possible target markets, and what are the implications of this finding for the placement of advertisingmessages that would “speak” to this market segment when the automobile model is introduced?

To obtain the data to answer this question a SPSS correlation analysis was completed. What you must do is to IDENTIFY the target Life Style group for EACH of the TWO proposed models that you have used in previous parts of this assignment (the 1 seat all-electric model and the 4 seat gasoline hybrid). The correlation analysis is located in one of the attached files.

test book:

Marketing+Research+(7th+Edition).pdf 

support files:

GM Case 13.2 1 seat all electric.docx

 Global Motors Correlations 1 seat and 4 gas hybrid with lifestyles(2).xlsx 

Case 13.2 detailed hints.docx 

Ch 14 Tests of Association Demographic and Media Preferences computer output.docx 

Global Motors Case 13.2 4 Seat Hybrid Demographic Output.docx 


i post the book and some files to support ur work. 

Tutor Answer

(Top Tutor) Daniel C.
(997)
School: New York University
PREMIUM TUTOR

Studypool has helped 1,244,100 students

8 Reviews


Summary
Quality
Communication
On Time
Value
pmallory
Dec 6th, 2016
" Totally impressed with results!! :-) "
mixedballz
Nov 27th, 2016
" excellent work as always thanks for the help "
Five Star Tutor
Nov 24th, 2016
" Outstanding Job!!!! "
kiln82
Nov 14th, 2016
" awesome work thanks "
darnay
Nov 5th, 2016
" The best tutor out there!!!! "
likeplum4
Oct 31st, 2016
" Excellent work as usual "
kpcutie
Oct 9th, 2016
" Excellent job "
Joemoe
Sep 30th, 2016
" <3 it, thanks for saving me time. "
Ask your homework questions. Receive quality answers!

Type your question here (or upload an image)

1824 tutors are online

Brown University





1271 Tutors

California Institute of Technology




2131 Tutors

Carnegie Mellon University




982 Tutors

Columbia University





1256 Tutors

Dartmouth University





2113 Tutors

Emory University





2279 Tutors

Harvard University





599 Tutors

Massachusetts Institute of Technology



2319 Tutors

New York University





1645 Tutors

Notre Dam University





1911 Tutors

Oklahoma University





2122 Tutors

Pennsylvania State University





932 Tutors

Princeton University





1211 Tutors

Stanford University





983 Tutors

University of California





1282 Tutors

Oxford University





123 Tutors

Yale University





2325 Tutors